The Effect of Customer Relationship Management on Service Delivery in Glo Nigeria, Taraba State
- Project Research
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Background of the Study
Customer Relationship Management (CRM) is a strategic approach that organizations use to manage their interactions with current and potential customers. It involves utilizing technology, data analysis, and communication strategies to foster strong, long-term relationships with customers. For telecommunications companies like Glo Nigeria, providing high-quality service and maintaining customer satisfaction are critical to staying competitive in a saturated market. In the Nigerian telecommunications industry, where customer expectations are high, companies like Glo Nigeria need effective CRM practices to enhance customer service delivery, improve retention rates, and build brand loyalty.
Glo Nigeria has invested in various CRM strategies, including customer support systems, loyalty programs, and personalized service offerings to improve customer experience and retention. These efforts aim to create a more customer-centric approach that prioritizes responsiveness and service quality. However, the effectiveness of these CRM practices on service delivery, especially in Taraba State, is not well documented. This study seeks to examine the impact of CRM on service delivery in Glo Nigeria and determine the ways in which CRM initiatives can enhance customer satisfaction and service quality in this region.
Statement of the Problem
Despite significant investments in CRM systems by Glo Nigeria, there is a limited understanding of how these systems directly influence service delivery in specific regions such as Taraba State. With customer dissatisfaction often linked to service delivery issues such as network failures, delayed response times, and poor customer support, it is essential to evaluate the effectiveness of CRM practices in addressing these concerns. This study aims to fill the knowledge gap by assessing the impact of CRM on service delivery within Glo Nigeria, specifically in Taraba State.
Objectives of the Study
1. To assess the impact of CRM practices on service delivery at Glo Nigeria, Taraba State.
2. To evaluate the effectiveness of CRM strategies in improving customer satisfaction and service quality at Glo Nigeria.
3. To explore the relationship between CRM implementation and customer retention in Glo Nigeria.
Research Questions
1. How do CRM practices affect service delivery at Glo Nigeria, Taraba State?
2. What are the most effective CRM strategies employed by Glo Nigeria to improve service delivery?
3. How does CRM implementation influence customer retention and loyalty at Glo Nigeria?
Research Hypotheses
Ho1: CRM practices do not significantly affect service delivery at Glo Nigeria, Taraba State.
Ho2: CRM strategies do not significantly improve customer satisfaction and service quality at Glo Nigeria.
Ho3: CRM implementation has no significant influence on customer retention and loyalty at Glo Nigeria.
Scope and Limitations of the Study
This study focuses on the role of CRM in enhancing service delivery at Glo Nigeria in Taraba State. The research will specifically examine customer experiences in this region, with the potential limitation of not being applicable to Glo Nigeria’s other operational areas. Limitations include challenges in obtaining primary data from customers and the subjective nature of customer satisfaction measurements.
Definitions of Terms
• Customer Relationship Management (CRM): Strategies, technologies, and practices that organizations use to manage and analyze customer interactions and data, aiming to improve customer satisfaction and service delivery.
• Service Delivery: The process of providing services to customers in a timely, efficient, and satisfactory manner.
• Customer Retention: The ability of a company to keep its customers over time by delivering value and maintaining customer satisfaction.
